Banco Santander

Football, La Liga Santander: Strategic Services

Sustaining (spontaneously) Santander Bank ‘s notoriety via broad and continuous media visibility
Emotionalising the brand: values and proximity
Boosting the business through promotional actions and licensed products

Monitoring La Liga’s compliance of the sponsorship’s considerations
ROI of the sponsorship in Spain: monitoring and assessing the sponsorship’s media impact on TV (matches and news), radio, press, digital media and social media
Sponsorship annual study: monitoring the attraction of football in general and of La Liga Santander in particular vs. other sports and events; identifying potential reinforcement assets (i.e. brand ambassadors); insight regarding the sponsorship’s exploitation (strategic focus, target audience segmentation, contact points, contents, experiences and incentives that are more relevant among key target audience members, etc.)
Sponsorship tracking (quarterly study): study on the real contribution of the sponsorship (association, value transfer, empathy generation, building the image of the bank as an entity with which to work, etc.)
Design and updating of dashboards for the strategic supervision of the sponsorships

Football is the most attractive sport in Spain. 41% of the population claims to be interested or very interested in it.
La Liga Santander is the largest Spanish club football competition. It arouses (considerably or a lot of) interest among more than 85% of football fans.